The Effect of Uniqueness on Word-Of-Mouth Agency: the Moderating Roles of Product Category and Availability
This research explores psychosocial benefits and costs associated with WOM agency. We demonstrate that while being a WOM agent may be attractive for consumers who are market mavens, WOM agency may hurt consumers who are high in their need for uniqueness. Study 1 demonstrates that the detrimental effect of WOM agency is greater for publicly consumed than for privately consumed luxury products. Study 2 replicates the hypothesized effect by manipulating uniqueness. Study 3 identifies boundary conditions for this effect: the effect of need for uniqueness on public luxury products is attenuated when the product is not available for general purchase.
Citation:
Amar Cheema and Andrew Kaikati (2007) ,"The Effect of Uniqueness on Word-Of-Mouth Agency: the Moderating Roles of Product Category and Availability", in NA - Advances in Consumer Research Volume 34, eds. Gavan Fitzsimons and Vicki Morwitz, Duluth, MN : Association for Consumer Research, Pages: 519-521.
Authors
Amar Cheema, Washington University in St. Louis, USA
Andrew Kaikati, University of Minnesota, USA
Volume
NA - Advances in Consumer Research Volume 34 | 2007
Share Proceeding
Featured papers
See MoreFeatured
G8. How Does Pronunciation Difficulty of Brand Names Influence Consumer Responses? The Role of Self-Construal
Gunben Ceren Aksu, Rutgers University, USA
Yeni Zhou, Rutgers University, USA
Alokparna (Sonia) Monga, Rutgers University, USA
Featured
Indigenous Trust and Readiness Towards Development
Ding Hooi Ting, Universiti Teknologi PETRONAS
Chin Chuan Gan, Sunway University
Amir Zaib Abbasi, Capital University of Science and Technology
Sohel Ahmed, Universiti Teknologi PETRONAS
Featured
Brand’s Moral Character Predominates in Brand Perception and Evaluation
Mansur Khamitov, Nanyang Technological University, Singapore
Rod Duclos, Western University, Canada